Figure 2.6: The strategic management model
Step 1 Mission and goals
Management philosophy Values
Step 2
Environmental analysis
Internal scan
External scan
Step 3
Strategic formulation
Strategic choice
corporate
Business
Functional
Step 4
Strategy implementation
Leadership
Structure
Control systems
Human resources
Step 5
Strategy evaluation
Operating performance
Financial performance
Source: Daft, R. (2001), organization theory and design, Western college
publishing.
Figure 2.6 illustrates how the five steps interact. At the corporate level, the
strategic management process includes activities that range from appraising
the organization's current mission and goals to strategic evaluation.
The first step in the strategic management model begins with senior
managers evaluating their position in relation to the organization's current
mission and goals. The mission describes the organization's values and
aspirations; it is the organization's raison d’être and indicates the direction in
which senior management is going. Goals are the desired ends sought
through the actual operating procedures of the organization and typically
describe short-term measurable outcomes (Daft, 2001)^18.